Overview

Unirrol is an Argentina-based intralogistics company specializing in the manufacturing and distribution of heavy-duty material-handling and warehouse solutions. The company helps businesses design, equip and optimize warehouse and logistics operations through consulting, design, manufacturing, sales, rentals and post-sale technical support. Its portfolio includes forklifts, stackers, electric carts, conveyor belts, storage racks, elevators, platforms and automated logistics solutions, all designed to improve efficiency, productivity, safety and profitability for customers across Argentina.

Supernova Award Category

Marketing & Sales Effectiveness

The Problem

Unirrol has a complex product/service catalog that requires a heavy consultative sales process. It wanted to modernize its sales and marketing process that relied too heavily on manual follow-up, disconnected tools and delayed lead capture. The company wanted to create a faster, more seamless customer journey from first ad click to qualified sales lead, while improving response times, reducing administrative work and giving its team clearer visibility into lead sources and next steps.

The Solution

Unirrol identified that the biggest friction point was the gap between digital marketing engagement and sales follow-up, where lead capture, qualification and next steps were manual and disconnected. The receptionist collected sales leads and sent them to its group of five sales reps via email. The company partnered with GrowIT LATAM, a prominent IT consulting firm based in Buenos Aires, Argentina, to modernize its sales process. GrowIT integrated an AI bot with Sugar to automate the lead capture process when prospects activate the “Connect with us” on Whatsapp” button on its web site and/or via Meta and Google ad campaigns.

The results

From a click from its website or an ad, the AI bot guides the WhatsApp Business engagement, and then captures information as a lead in Sugar, connecting the full journey in one workflow, with automatic lead creation, source tracking and defined follow-up actions for the sales team. This process dramatically reduces the amount of human intervention needed, so that sales efforts can focus on follow up. The vast majority of the WhatsApp sales leads captured are “touchless” and fully automated. The result is a modern sales model with big disruptive potential built for industrial and distribution businesses, where AI reduces administrative burden and gives sellers more time to advise customers, build trust and strengthen long-term relationships.

Metrics

The fully automated lead capture process isn’t just efficient, it’s incredibly successful: In a six-month time frame, of the 578 sales leads created via the automated ad click-to-WhatsApp channel, 60% of these leads were converted to sales -- generating a total pipeline of $2,500,000 USD. It’s important to note that these are net-new customers. The automated WhatsApp lead capture mechanism now accounts for 44% of the company’s total leads and helps ensure that there is enough capacity to ascertain crucial information and eliminate bottlenecks during high-volume inquiry times, such as on Monday mornings.

The Technology

• Sugar Sell • WhatsApp • Bot Maker

Disruptive Factor

The integration of Sugar and an AI bot with WhatsApp has given Unirrol’s sales organization a highly effective lead capture mechanism that eliminates the “heavy lift” of data capture on the front end of the sales process. Leads are presented within the Sugar dashboard with all the crucial information so nothing is left to fall through the cracks and salespersons can follow up quickly, focusing their time and energy on making the sale. A key differentiator was Sugar’s extensibility, enabling GrowIT to customize a sales process for Unirrol that makes the most of the potential and synergy of CRM, WhatsApp and AI. And, while it was recently announced that Meta is turning WhatsApp Business into an AI sales desk, the reality is that Unirrol has already done this and proved out this model – well before Meta’s announcement.

Shining Moment

The learning and adoption curve at Unirrol has been phenomenal. The company started on the free community SugarCRM version back in 2009. Since then, the company has worked to gravitate to versions of the software that are more comprehensive as the foundation for its sales efforts. By removing guesswork, manual work and administrative burden, Unirrol’s sales team has more time to listen, advise and build trust with customers. In a relationship-driven industry with complex products and long buying cycles, that matters. Next, Unirrol will move to the next phase of the project which is automating the opportunity follow-up process. If a customer has not contacted the sales representative within three days of receiving a quotation, automated alerts will be sent via WhatsApp or email, offering the customer several response options. Based on the option selected, the opportunity stage is automatically updated, and follow-up tasks are generated for the sales representative. For example, if the customer indicates they have questions or concerns, the sales rep is prompted to contact them immediately. Alternatively, if the customer confirms they are no longer interested, the opportunity can be closed automatically.